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My last few days have been interesting—I’ve been speaking with
some of the major print publishers in the industry about their
current strategy and challenges. Unsurprisingly, most of
them are focused on mobile and/or video product roll-outs.

What is particularly fascinating about these conversations is
that publishers are taking a direction where execution and
success are solely focused on catching up with successful or
popular products produced by typically non-print oriented
publications. While is it noble to try and keep up with the
Jones’, I wish I was seeing more innovation or willingness to
take a bet and impress t consumers with something radically
different or better than either their print product or the
established digital product in market.

However, there is a silver lining. Many of these publishers have
taken positive steps in hiring digital-focused staff at the
C-level, purchasing large digital-only businesses or in producing
a successful internal product (luck?). The digital landscape is
not slowing down for anyone — competition is entering from every
angle and consumers are demanding high quality and comparable
features from every publisher, especially on mobile. Publishers
have little room for error when moving into new content spaces,
like mobile, but if they don’t launch quickly they risk their
brands losing relevance.

In my humble opinion, it is time for these pubs to make a bet and
take a major leap forward with their products. By truly embracing
the new digital platforms, produce something far better than what
currently exists and surprise their consumers with an exciting
and fresh experience.

Here are few good examples of publishers that I think are either
well positioned to make a leap or have already pivoted
successfully:

Meredith – great acquisitions, new strategic
hires and a clear focus on winning in video

Vox Media – perfected publishing model with SB
Nation and then launched a tech site 'The Verge' which within a
month became a huge success; they have a proven formula for
quality content at scale. Expect them to launch into more
categories with instant success

Which publishers do you think are ready to take a leap forward
and prove that their brands are able to dominate in digital like
they did in print?

The views expressed here reflect the views of the author
alone, and do not necessarily reflect the views of 24/7 Media,
its affiliates, subsidiaries or its parent company, WPP plc.